According to Wccftech, a new whitepaper from Rokky reveals that 72% of game developers surveyed believe Steam has a monopoly on PC game distribution. The survey included 306 executives from game studios, with 67% based in the US and 33% in the UK. While nearly half (48%) have distributed games on the Epic Games Store and Xbox PC store, only 10% used GOG and just 8% used itch.io. The report also found that nearly a quarter of developers view marketplaces like Humble and Fanatical as part of the “gray market,” seeing them as a loss of control and revenue. However, Rokky argues this perception might be costing developers significant revenue opportunities.
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The Monopoly Question Isn’t So Simple
Here’s the thing about calling Steam a monopoly: technically speaking, it’s not. As Mat Piscatella from Circana and Rokky’s own paper point out, there are legitimate alternatives out there. You’ve got Epic Games Store throwing money around with exclusives, GOG sticking to its DRM-free guns, and itch.io serving the indie scene. But when 72% of developers feel like Steam dominates the market, that perception becomes reality in terms of business decisions.
And that’s where things get interesting. The numbers show a real disconnect – nearly half of these studios have used Epic’s store, but they still feel Steam controls the market. It reminds me of that old saying: when you’re competing with a giant, even having alternatives doesn’t mean you have real choice. Steam’s market share, brand recognition, and feature set create a gravitational pull that’s hard to escape.
The Gray Market Confusion
Now this is where developers might be shooting themselves in the foot. Nearly 25% of surveyed developers see stores like Humble and Fanatical as part of the “gray market” – but that’s simply not accurate. These are legitimate storefronts that actually help with discoverability and reaching different audiences.
Rokky’s report makes a crucial point: if developers avoid these platforms because they misunderstand what constitutes gray market activity, they’re leaving money on the table. The real gray market involves unauthorized key resellers who exploit regional pricing – not established storefronts that follow proper distribution channels. Basically, developers are potentially cutting off viable revenue streams due to confusion.
So What’s the Solution?
If you’re expecting a simple answer here, I’ve got bad news. Throwing more games onto alternative stores isn’t a magic bullet. Discoverability remains a massive challenge everywhere – including on Steam. The market is oversaturated, free-to-play games dominate player attention, and subscription services are changing how people access games.
The real issue might be that developers need to think beyond just storefront selection. As Rokky’s full report suggests, it’s about using multiple distribution channels strategically rather than relying on any single platform. But that requires understanding the differences between legitimate marketplaces and actual gray market risks – something the survey shows many studios still struggle with.
At the end of the day, Steam’s dominance isn’t just about market share – it’s about mindshare. Until developers feel genuinely confident in their alternatives and understand how to use them effectively, that 72% monopoly perception probably isn’t going anywhere soon.
